FIFA World Cup 2026: The top 5 brand sponsors based on Advertiser Impact Score (AIS)

The FIFA World Cup gives sponsors the stage, but fans ultimately decide who gets the applause. So which sponsors scored among fans in the UK?

New BrandIndex analysis identifies the sponsor-linked brands that made the biggest gains among UK adults interested in the FIFA World Cup. The ranking compares the 38 days of the tournament with the equivalent pre-tournament period. The analysis uses an Advertiser Impact Score that combines changes in Ad Awareness, Buzz and Consideration, with extra weight given to Consideration.

Among the top five brand sponsors, Walkers leads the ranking, followed by Lenovo, adidas, Budweiser and Hyundai.

Walkers leads the brand sponsor ranking

Walkers ranks first among the sponsor-linked brands in this analysis, with an Advertiser Impact Score of 17.6. The brand recorded a 9.0-point increase in Ad Awareness, a 1.4-point increase in Buzz and a 3.6-point increase in Consideration.

The crisps brand ran a FIFA World Cup 2026 promotion under its “No Walkers, No Game” platform. The campaign included promotional packs and prize draws, with consumer prizes including supporter viewing bundles and official merchandise. The brand also ran a “Fan of the Match” promotion, offering winners trips to England and Scotland FIFA World Cup group-stage matches.

Lenovo’s FIFA World Cup 2026 tech role puts the brand in view

Lenovo ranks second, with an Advertiser Impact Score of 11.9. Its profile is especially interesting because the brand recorded a decline in Buzz, but gained 6.2 points in Ad Awareness and 5.4 points in Consideration.

As FIFA’s Official Technology Partner, Lenovo had a visible role in the tournament’s technology infrastructure. FIFA highlighted the brand’s involvement in features such as Referee View, Player Avatars and FIFA AI Pro, giving Lenovo prominent positioning around match broadcasts and tournament coverage. The brand may also have benefited from its “Maximum David” campaign, featuring former England captain David Beckham.

adidas benefits from its place at the centre of the game

adidas ranks third, with an Advertiser Impact Score of 10.6. The brand recorded a 7.7-point increase in Ad Awareness and a 2.9-point increase in Buzz, while Consideration was flat.

The brand’s FIFA World Cup 2026 role is among the clearest in the market – adidas supplied the official match ball, the Trionda, and has a wider FIFA World Cup 26 range spanning match, training and everyday footballs.

adidas also supported the tournament with its “Backyard Legends” film, a star-heavy FIFA World Cup campaign featuring England star Jude Bellingham and an array of other celebrities and footballers ranging from Timothée Chalamet and Bad Bunny to Lionel Messi and Beckham.

Budweiser made big gains in Ad Awareness, but Consideration stayed flat

Budweiser comes in fourth, with an Advertiser Impact Score of 10.4. The brand recorded a 9.0-point increase in Ad Awareness and a 3.6-point increase in Buzz, but Consideration declined by 1.1 points.

Budweiser ran a FIFA World Cup 2026 promotion tied to special packs, giving fans the chance to win tickets and merchandise through participating retailers.

Hyundai brings mobility into the sponsor mix

Hyundai rounds out the top five among the sponsor-linked brands in this analysis, with an Advertiser Impact Score of 9.8. The brand recorded a 4.0-point increase in Ad Awareness, a 2.6-point increase in Buzz and a 1.6-point increase in Consideration.

Hyundai’s FIFA World Cup 26 activity sat under its “Next Starts Now” platform. The brand highlighted its role alongside Kia as FIFA’s Official Mobility Partner. Hyundai ran an advert featuring Son Heung-min, next-generation football talent and Boston Dynamics’ Atlas robot. There were also fan-engagement initiatives such as “Be There With Hyundai” and Hyundai Goal of the Tournament.

Methodology

The rankings in this article are based on YouGov BrandIndex data collected among UK adults interested in the FIFA World Cup. The analysis compares two periods: the 18 days before the tournament began on June 11 and the period from June 11 to June 28.

Brands were ranked using an Advertiser Impact Score, calculated as:

Ad Awareness change + Buzz change + (Consideration change x 2)

This formula is designed to identify brands gaining not only in visibility and conversation, but also in consumer consideration.

Metrics used in this analysis:

Ad Awareness: Which of the following brands have you seen an advertisement for in the past two weeks?

Buzz: Over the past two weeks, which of the following brands have you heard something positive or negative about, whether in the news, through advertising, or talking to friends and family?

Consideration: When you are in the market next to make a purchase, which brands would you consider?

Scores are shown as point changes between the two comparison periods. Figures may be rounded. The five brands featured here are the top sponsor-linked brands in the attached analysis.

Image: Getty